In the process of FMCG terminal distribution, especially during the new product launch phase, salespeople often report that during visits, customers raise questions they cannot answer, causing communication to stall and deals to fail. Here are standard responses to common customer resistance points.
First, distinguish whether the terminal customer's resistance is genuine or false. If it is a genuine resistance point, it should be resolved through multiple visits to understand the customer's real needs and build rapport; this is not detailed here. False resistance points are just excuses or reasons customers use to brush you off, made without understanding the product, performance, service, or profit. There is still significant room for closing the deal. As long as you seize opportunities and handle such issues properly during communication, developing customers will become enjoyable.
"I've sold it before, and it didn't sell well." Answer: Thank you very much, Boss ×, for your support of our product. Can you tell me why it didn't sell well? Was it because consumers didn't like it, the product lacked appeal, profit was insufficient, the manufacturer's service was inadequate, or the merchandising was poor, or the price was high? (Find the real reason.) It's okay, just tell me directly; it will push us to do better. However, based on my years of experience, whether a product sells well mainly depends on you, the boss. If you are willing to support me, I believe it will sell well. For example, there's a convenience store on ×× Street, smaller than yours, and the boss was very willing to help me sell it, and it sold better than some mature brands. Just because it didn't sell well yesterday doesn't mean it won't sell well today. Just like yesterday we didn't know each other, but today we've become good friends and brothers. Don't you think so?
"I don't want to sell new products." Answer: Are you worried it won't sell well? Today we are doing a promotional distribution, so you don't need to stock much, and this isn't a one-time visit; our cooperation is long-term. Our product is a well-known brand with after-sales service guaranteed. A store as big as yours can surely sell a box or half a box. There's no risk at all. Try a box. (Most customers who don't want new products are afraid of trouble and worried about not selling; once you remove this psychological barrier and stocking risk, the deal is likely.)
"The price is too high; there's no profit." Answer: What profit margin do you think is reasonable? (Ask to understand the customer's desired profit space.) Please don't compare our product with inferior ones. Our product has guaranteed quality, made with genuine materials, and after-sales service is in place. On top of the current price, you can enjoy additional VIP-style services. You can compare prices; you get what you pay for. We don't promise high profits, only reasonable ones. I think you don't just pursue profit and ignore the product itself. If there are no other objections, let's take two boxes.
"After-sales service is not guaranteed." Answer: Building a brand doesn't happen overnight, and no one wants to throw a stone at their own foot; it would hurt. As for after-sales service, the company is more concerned than you are. Moreover, we are just speculating here. If you don't give me a chance, you'll never know the quality of service. Giving me a chance is also giving yourself a chance. If you find our service good, we can continue to cooperate; if not, we can still be friends. How about two boxes?
"I don't trust salespeople." Answer: That's true. (First agree with the customer.) There are indeed some irresponsible salespeople in the market who make promises but don't deliver, causing losses and harm to customers. Once bitten, twice shy. I understand your feelings. It's better to deal with familiar people. You see, I've come three times already; our relationship has surely transcended cooperation. You can take a small amount first. If I do well, give me praise and encouragement. Let trust start with cooperation. How about a box?
"I'm in a bad mood," and they take it out on the salesperson. Answer: Boss, you seem to be in a bad mood today! (Be perceptive and strike first.) What happened? Earning money is for your own happiness. Here, have a bottle of Banlanhua. This year, don't give flowers; give Banlanhua instead. Everyone drinks it and laughs. It's very popular. (Use humor to defuse the customer's mood.)
The customer ignores the salesperson. Answer: (Use self-deprecation.) Boss ×, are you unhappy to see me? Although I may not be easy on the eyes, I can still handle both public and private affairs. You can ignore me, but you can't refuse money. I'm here to bring you money today. Happy earning, happy living. (First raise the customer's interest, eliminate rejection, then talk about the product.)
"I'll sell it after others do." Answer: I really don't understand; you can be a leader. Have you noticed that those who lead always get the best? Why follow others? Just because it sells well here doesn't mean it will sell well elsewhere, and vice versa. My success depends on everyone's support. If everyone were like you, I'd be out of a job. Heaven has mercy; you are willing to support me, right? How about two boxes?
"I've been burned before; salespeople didn't keep their promises." Answer: It's undeniable that some salespeople casually promise conditions and then fail to deliver. (First go along with the customer's thinking.) Such practices are just to gain your support, but it's not honest. Since you've had this experience, I understand your prejudice against me. My style is different: if I have it, I say I have it; if I don't, I say I don't. Claiming something that doesn't exist is clearly cheating you. Business is about integrity and long-term relationships. I wouldn't risk losing your trust by making empty promises; that would be counterproductive. Why not try cooperating with me? Give me a chance, and I'll give you a world. How about a box of Banlanhua?
"The 'prize in the box' is troublesome." Answer: First, understand the purpose of the company's "prize in the box" promotion. What aspect do you find troublesome? The company's "prize in the box" directly returns profits to customers, allowing them to benefit directly. You might think it's troublesome to collect the boxes, but you're overthinking. Our requirements are not high. You just take one box of fifteen bottles; place eight or nine in the fridge and six or seven on the shelf, and the box is done. It doesn't take extra space or require stocking up. If it sells well, we continue; if not, consider it a favor to me. How about a box?
"There's no budget for fees." Answer: There are no fees now. Our product is new, and the market operation is different from mature products. We focus on points. Fees are tied to sales volume. If you ask for fees, I might ask for sales. For now, I don't want to put too much pressure on you, and you might not accept my conditions. So let's not talk about fees. Just support me by stocking the product. I'll put a box on your shelf!
"I'll call you if I need it." Answer: Ha, Boss ×, thank you very much for your support. Your words remind me of a customer who said exactly the same thing, telling me to call if needed. Years have passed, and I still haven't received a call. Clearly, you're just brushing me off. Can you tell me the real reason you don't want to stock? (Understand the true resistance and needs.) I have stock now; let me put down two boxes for you!
"I'll sell it when the weather gets hot." Answer: Many customers initially thought the same, saying they'd wait for hot weather, but after communication, they are already selling it and doing well. (Give examples.) Actually, beverage sales have little to do with weather; only the speed and volume are somewhat related. Why not choose today? Action speaks louder than words. If you really want to support me, take a box now! (Use a little provocation.)
"There's no space in the fridge." Answer: If you are willing to support me, there will be space. If not, you'll say that regardless. I don't think that's the real reason for not buying. Can you tell me your true thoughts? (Find the real resistance.)
"The taste doesn't suit consumers (too sweet or too bland)." Answer: (Use comparison.) What taste do you usually prefer? Does your spouse have the same taste? Different people have different preferences. Moreover, the company's product taste is based on consumer surveys and appeals to the majority. We can't ignore the majority's taste because of individual differences. Don't you think so? Taste can also be cultivated in sales, like a romantic relationship: from not knowing to knowing, then falling in love. One sip might lead to a lifelong love, right? How about two boxes to start a romance?
"I'll sell it after clearing out the slow movers." Answer: Thank you very much for your support of our product and me personally! (Have a grateful attitude.) I don't know how you define good and bad sellers. Based on my years of experience, I've found that if the boss is willing to sell, even a slow mover can become a fast mover; if not, even a fast mover can become slow. 98% of in-store sales depend on the boss. Banlanhua is the same: it sells well in some stores and slower in others. That's because the boss's support varies. With your support here, I'm confident it will sell well. Since we've met by chance, sell early and earn early. One box or two? (Give a choice.)
"The boss is not here; come back later." Answer: It's okay that the boss isn't here. I believe the boss trusts you highly since they've entrusted the store to you. If your management brings higher profits to the store, won't the boss have a new evaluation of your abilities? (Learn to appreciate.) I think you can take one or two boxes.
"I have no money." Answer: (Use direct confrontation.) Boss ×, you're exaggerating. If you say you don't have money for a box, no one would believe it. Even if you had no money, this is a chance to earn money, and you're refusing it. I think you're just brushing me off. Is there another reason? (Find the real resistance.) If not, I'll put down one or two boxes.
"The 'one more bottle' redemption is troublesome and not timely." Answer: We not only have the best product but also the best service. For "one more bottle," there are three channels for redemption: distributor, sub-distributor, and salesperson. You can call any of them anytime; it's convenient and fast. We come to your store every Wednesday. Do you think this service will cause you trouble? Will you take one or two boxes?
"I'm busy now; no time." Answer: Sorry to take your time. Can you spare one minute? (Most people will give a minute; use a small unit to overcome resistance.)
"Give me the POP; I'll put it up for you." Answer: (Never believe the customer will put up the POP.) Thank you for your support. The company has strict requirements for POP placement and has dedicated staff to check. I'll do this task myself; no need to trouble you. Just help me sell more Banlanhua.
"No one asks about this product." Answer: Of course no one asks; you don't have it in stock, so how could they? Our product is new, so we need your support! Every product has a first time. Mature products also had no one asking at the beginning. Some consumers like new tastes and products; they are more receptive. Let them see it first; one sip and they'll love it for life. Try a box.
"Can I sell it on consignment?" Answer: No! (Be firm.) For a few dozen yuan of goods, you'd be embarrassed to consign. Don't stock too much; out of responsibility, take one or two boxes. More would tie up your capital. Once it sells well, you can stock more. I'll put down one box for you.
"I want to try it first to see the taste." Answer: Sure. The taste is excellent. Banlanhua is a health herbal tea that refreshes the mind, nourishes the stomach, soothes the throat, clears the lungs, and protects the liver. How about two boxes?
The sales process is a game of strategy and inspiration. In this process, your achievements depend on your attitude toward learning. The more you learn, the greater the possibility of gaining more and succeeding.
Sales has no right or wrong; sales methods should be like water, without fixed forms—square when encountering square, round when encountering round. Everything should start from customer needs, not from pushing products. This requires salespeople to improve their psychological quality, knowledge, experience, and adaptability. The key to solving these problems is two words: learning. A person who doesn't learn has no future; a salesperson who doesn't learn won't achieve good sales results.
Diligence is paramount; with diligence, nothing is difficult. In sales, you must be diligent in speech, hands, and feet. I wish you all success in the sales field, flying higher and higher, becoming successful salespeople!
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